Kleo

Today many consumers are opting for experiences over material items, with travel being a significant part of the experience economy. There is a sense that these experiences should be authentic and immersive, and a contributing factor to this is being able to understand the language of where you are. With mobile app technology, it’s becoming easier than ever to learn in a way that suits our lifestyles. Contrary to traditional education, mobile apps provide learning flexibility and convenience. This opportunity has been recognised across the market, and Kleo needed to ensure they were staying ahead of the increasingly cluttered competition. Their unique position lies in creating rich content in an immersive learning experience.

Kleo takes knowledge from experts and provides it in a personal format for the user – hosting real-life video tutorials in everyday scenarios, such as at a family bbq. This engaging approach captures the feeling of being immersed in a new country and learning truly conversational skills. Fellow was approached to create a brand that was compelling, and inspired audiences to ‘be anywhere’ when they learn with Kleo. Taking cues from the app experience, as well as the idea of transporting users, the ‘portal’ concept started to take shape. The idea of the portal was to transport the viewer to the countries and locations who speak the language they wish to learn–emulating the experience of mingling with locals. We looked at ways to take the viewer into the Kleo world, developing a visual language that is used to signify opportunities and experiences that learning a new language can bring to our lives.

The portal device became a visual representation of transporting the user to a new exciting location, symbolising the engagement with locals whilst still highlighting a strong reference to the product UX. By utilising the device in a variety of ways such as a frame, container or focal point, the brand can show how learning a new language opens up a world of possibilities. Fellow saw purple as an area of opportunity when it came to colour. Purple was not used by direct competitors within the industry, allowing for originality and ownership. Being aware of the tech space, purple also gave Kleo a warmth that other associated colours did not– and created a sense of intelligence and expertise. There is a duality in language learning. We brought two type styles into the brand to show the English term, and the translation. A sans and a serif font were used respectively within the app UX, as well as through marketing communications. A bespoke iconography set was created, focusing on being simple and functional. Taking notes from the keyline portal frame, iconography was drawn in a 3D perspective–maintaining that idea of being transported to another location.

We collaborated with the client to refine the brand world. A symbol was created as part of the logo, taking cues from the ‘K’ in Kleo and camera iconography inspired by the product’s USP of learning through real-life video conversations. The ‘O’ in the logo represents the portal and is in a 16:9 aspect ratio–relating to video and screen specifications. Kleo engaged Fellow as a brand guardian to oversee the app UI to ensure continuity and consistency into the product. Through this, we created a secondary colour palette for functional use within the app experience, highlighting the level of success and performance of the user as they explored the chapter in the app.

To support the launch of the app Fellow developed key brand collateral. This included social media assets, motion graphics templates, and a bespoke iconography set. The brand was wrapped up into thorough brand guidelines, to ensure consistency of the brand into its next phase. The Kleo app is currently in Beta and available for download in the Apple store.